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Follow the Money: The Future of Multichannel Measurement


WVU Marketing Communications Today Horizons with Cyndi Greenglass and Ruth Stevens featuring Johannes Waldstein in Follow the Money.

Brands really want to understand the gaming and e-sports for attribution and have migrated to the traditional sports where the BIG money is. Join Johannes Waldstein as he discusses "Follow the Money: The Future of Multichannel Measurement" on the sub-series, Marketing Horizons.

As a big data expert and a lifelong fan of competitive sports, FanAI is the culmination of two of Johannes' passions. A serial entrepreneur, he has founded four other startups that tackled marketplace issues surrounding data, mobile payments, and sports tech. As a Product Manager at dunnhumby, the world’s largest loyalty data sciences company, Johannes helped build data platforms that provided 360° customer insights for some of the world’s largest global agencies and brands, including retail chains such as Best Buy, Home Depot, Tesco, and Macy’s.

Johannes highlights three key takeaways for multichannel measurement:

  • Better attribution of marketing spend is actually possible, even within the constraints of compliance, for difficult-to-track marketing investments like sponsorship and PR.
  • We need to find new ways to ensure access to important data elements that are owned by third parties, or not even collected in the first place.
  • Brands have to "Follow the money", and that means they are continuing to invest in traditional sports and entertainment, despite the growing popularity of e-Sports and video gaming.

About our Guest

Johannes Waldstein

Johannes Waldstein is the Founder and CEO of FanAI, Inc. FanAI is the first sponsorship data platform to connect audience data to real purchase outcomes through bottom-of-funnel sponsorship metrics. Through a combination of fan data and purchase data, FanAI’s technology improves sponsorship and digital media effectiveness across the sports & entertainment industries through its sales-attribution technology. FanAI works with brands, agencies, and sports and entertainment rights-holders. Founded in 2016, FanAI has raised over $12.5 million in funding.

Meet the Hosts

Cyndi Greenglass

Cyndi W. Greenglass is a founding partner and president at Livingston Strategies, a data-informed, strategic consulting firm that helps clients develop, execute, and measure their customer communications with a close focus on results. Cyndi has razor-sharp strategic skills matched by impeccable on-the-ground savvy and tactical abilities. She is an Adjunct Instructor in the Data Marketing Communications online master's degree program from West Virginia University.

Greenglass has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine and was the 2012 CADM Chicago Direct Marketer of the Year. She is a member of the Board of Advisors for BRAND United and has taught, trained and presented at over 50 conferences throughout the world.

Ruth Stevens

Ruth P. Stevens consults on customer acquisition and retention, for business-to-business clients. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York.

Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City.

WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications. Interested in growing your career with a master's degree in Data, Digital or Integrated Marketing Communications? Request more information today!